Amendment Lager
Amendment Lager—backed by the motto “Beer. We. Want.” and mascot Cris P. Lager—grew 1200% year-over-year, fast approaching flagship status.
Challenge
Create a new brand within the 21st Amendment portfolio that stood apart—cheeky in tone, premium in look, approachable in price, and excellent in flavor.
Solution
We launched Amendment Lager with the rallying cry Beer. We. Want. and a tongue-in-cheek mascot, Cris P. Lager. The playful yet elevated identity balanced wit with quality cues, appealing to both loyal fans and new drinkers.
Result
Amendment Lager quickly became a breakout success, growing 1200% year-over-year and climbing toward the sales pace of flagship brands Brew Free! or Die Blood Orange IPA and Hell or High Watermelon.
Selected Works
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2025